Red Bull has extended its “Editions” line with a new limited edition tropical flavor, the first new product introduction for the energy drink giant in nearly 18 months. Red Bull Summer Edition will be sold exclusively at 7-Eleven stores in the U.S. and Canada, and will be available only in July and August, according to a company statement.
Packaged in a bright yellow 12 oz. slim can, the new beverage features the same branding as the other Red Bull Edition varieties, Red (cranberry), Silver (lime) and Blue (blueberry), and will be line-priced with other Red Bull offerings, including its flagship, sugar-free and Total Zero products.
In its statement, Red Bull said that the Summer Edition “performed extremely well with U.S. consumers during taste tests” and hailed the launch of the “Editions” as one that “invigorated the entire energy drink category.”
In a recent interview with BevNET, John Showalter, Director of Business Insights, Red Bull, stated that while Red Bull’s product innovation is not as frequent as that of top competitors Monster and Rockstar, the company innovates “in other areas, such as our marketing or Media House.”
“Our new product launches are always based on consumer insights and delivering on unmet needs,” Showalter said. “Additionally, once we launch a new product, we fully support it with in store messaging, advertising campaigns and nation-wide sampling.”
Over the past year, however, Red Bull has seen modest retail sales growth in comparison to Monster Beverage Corp. which has been bolstered by rocketing demand for its Muscle Monster and Monster Zero Ultra lines, each of which have come to market within the past two years. According to a new Wells Fargo Securities report covering Nielsen xAOC (expanded all outlets combined) sales data over the four-week period ending on June 7, 2014, sales of Monster products have leapt by 12.1 percent, while Red Bull sales are up 3.8 percent over the previous period.
Here is 7-Eleven’s press release regarding the launch of Red Bull Summer Edition:
DALLAS, June 18, 2014 /PRNewswire/ — 7-Eleven, Inc. is giving new “wings” to customers this summer by offering an exclusive, limited-edition Red Bull flavor. The Red Bull Summer Edition will be available July and August at 7-Eleven® stores across the United States and Canada, providing the effect of Red Bull Energy Drink with the new flavor of tropical fruits.
In a sun-yellow can, The Red Bull Summer Edition joins the Red Bull Red (cranberry), Silver (lime) and Blue (blueberry) Editions that were launched last year as the company’s first change to its well-known flavor.
“The Red Bull Summer Edition is another way we can offer a new product, exclusive to us for a limited time only, that makes 7-Eleven a summer destination for our guests,” said Jesus Delgado-Jenkins, 7-Eleven executive vice president and chief merchandising officer. “Red Bull is one of our biggest sellers, so this should be an incredible summer offering.”
As part of the program, consumers 18 years of age and older will be invited to share a photo or video of their best summer sports trick for the chance to earn a unique experience with a Red Bull athlete chosen by Red Bull, including skateboarder Ryan Sheckler, surfer Jamie O’Brien and BMXer Garrett Reynolds. The contest will run July 2 through Sept. 2. Complete details will be available July 2 in store at 7-Eleven or at redbullsignatureseries.com/sessions.
The Red Bull Summer Edition performed extremely well with U.S. consumers during taste tests. The launch of the Red Bull Red, Silver and Blue Editions last year invigorated the entire energy drink category. The average five-year growth forecast (2012-2017) from Mintel, Canadean and Euromonitor puts energy drinks at the top of the beverage category with a 48 percent growth rate.
The 12-fl. oz. Red Bull Summer Edition will be priced in line with Red Bull Energy Drink and the 12-fl. oz. offerings including Red Bull Sugarfree and Red Bull Total Zero.
About 7-Eleven, Inc.
7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses more than 10,300 7-Eleven® stores in North America. Globally, there are some 53,100 7-Eleven stores in 16 countries. During 2013, 7-Eleven stores generated total worldwide sales close to $84.5 billion. 7-Eleven has been honored by a number of companies and organizations recently. Accolades include: #2 on Franchise Times Top 200 Franchise Companies for 2013; #3 spot on Entrepreneur magazine’s Franchise 500 list for 2012, and #3 in Forbes magazine’s Top 20 Franchises to Start. 7-Eleven is No. 3 on Fast Company magazine’s 2013 list of the “World’s Top 10 Most Innovative Companies in Retail” and among the Top Veteran-Friendly Companies for 2013 by U.S. Veterans Magazine and on GI Jobs magazine’s Top 100 Military Friendly Employers for 2014. Hispanic Magazine named 7-Eleven among its Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven is franchising its stores in the U.S. and expanding through organic growth, acquisitions and its Business Conversion Program. Find out more online at www.7-Eleven.com.